Training helps salesforce to sparkle : Program develops listening skills at jeweller

Purpose – Describes an award‐winning training program that has transformed the sales culture at Aurum, Britain's biggest luxury jeweler. Design/methodology/approach – Explains the reasons for the program, the form it has taken and the results it has achieved. Findings – Reveals that, where shop staff previously focused on the sale itself, they learned to concentrate on the customer and his or her buying experience. They learned to listen to customers rather than simply talk about the product. Meanwhile, managers learned to support and coach their sales staff. Practical implications – Explains that the additional sales generated have far outstripped the cost of the training – including venues, staff cover and the e‐learning. Aurum's total sales rose in the first year after the training was introduced, compared to the falls experienced by most retailers. Social implications – Details an approach to sales training that puts the customer at the center of the experience. Originality/value – Highlights how Aurum has integrated the training in its business strategies.